Game of Thrones fans rejoice as merchandise comes to India

Game of Thrones fans in India will soon be able to buy merchandise from the popular US TV series locally. Mumbai-based brand licensing startup Black White Orange Brands has signed a three-year exclusive licensing and merchandising agreement with HBO, the Time Warner Inc network which airs the series.

The deal, which works on a revenue share model, will allow the Indian company to develop licensed products like apparel, wall decor, drinkware, stationery, and other collectibles around the fantasy drama series.

Bhavik Vora, co-founder of Black White Orange Brands, said his company is targeting $35-40 million in retail sales in India in the next two years from Game of Thrones merchandise, across various categories.

Internationally, HBO Global Licensing has created a robust catalogue of Game of Thrones products — from conventional categories such as apparel, figures, collectibles and digital games to specialty categories including special edition board games and a range of craft beers.

"This is a huge achievement for us," said Vora. "Game of Thrones fans get transported into the world of Westeros when watching the show and are eager to extend that experience into their everyday lives." Vora said HBO agreed to give the mandate to his company after nearly a year of pursuing the matter.

Game of Thrones, based on the fantasy book series by George RR Martin, is a story of treachery and nobility set in the continent of Westeros, where summers and winters can last years, and only the lust for power is eternal.

The multiple Emmy-and Golden Globe winning series has captured the imagination of viewers globally, making it one of the most popular shows on television.

For Black White Orange Brands, which completes a year in September, it is the second major win in the last six months. Earlier, in February, it had got into a similar agreement with US media and entertainment major NBCUniversal's consumer products division to bring its entire portfolio of brands to South Asia.